World’s leading IT services, consulting, and business solutions organization, Tata Consultancy Services have announced that it has signed an eight-year contract with New York Road Runners (NYRR) to extend its title and technology sponsorship of the TCS New York City Marathon till 2029.
TCS’ announcement of an extended partnership with NYRR was followed by the revelation earlier this month that it will become the new title sponsor of the London Marathon starting in 2022. The tech company has planned to invest $30 million to $40 million from 2022 to 2019 in global running sponsorships and related community programming.
“We are delighted to extend our sponsorship of the TCS New York City Marathon, the foremost running event in the world,” said Surya Kant, Chairman, North America, TCS.
“We sponsor running events across the world because we want to inspire local communities to live healthy and active lifestyles, and also because of the obvious parallels between marathons and the growth and transformation journeys that we help our customers undertake. Running a marathon makes you feel that there’s nothing you can’t do. With each step, you’re building on belief,” he added.
In this sponsorship, TCS will launch a new version of its TCS New York City Marathon App that integrates augmented reality (AR) and became popular during the pandemic for virtual races. The new version of the app will provide surprise-and-delight AR experiences for both in-person and virtual runners. Athletes and fans will be able to experience real-time runner tracking, digital cheer cards, and a finishing-time predictor.
Apart from AR experiences, TCS’ sponsorship focuses on doubling its efforts to encourage communities to adopt active and healthier lifestyles. TCS will donate $4 million to NYRR’s youth and community programs including Rising New York Road Runners, a free, nationwide NYRR program that encourages physical education into the school day.
TCS will also initiate a marathon version of its critically acclaimed concept goIT STEM education contest which will challenge students to create an app concept that uplifts active lifestyles and inclusivity. TCS will also organize the Team TCS Teachers Program that will select 50 teachers from North America who will share their passion for running with students. Selected teachers for the program will be receiving free race entries, a VIP race day experience, and marathon-themed lesson plans for students from TCS’ STEM education program, Ignite MY Future in School.
“At NYRR, we are thrilled to extend our incredible partnership with TCS for the next eight years,” said Kerin Hempel, CEO, NYRR.
“Since 2014, TCS has helped us transform our runners’ experience through technological advancements, while also providing tremendous support of our community programs across the five boroughs. TCS and NYRR have shared core values, commitment to service, and passion for innovation, and I can’t wait to see what we co-create in our next chapter together,” he added.